There’s a shift happening in influencer marketing, quiet, but undeniable. What started as a vanity game of reach, engagement, and conversions is evolving into something more human, more urgent. In 2025, influence without impact is starting to feel empty.
Audiences are no longer just following creators for outfit inspiration or discount codes. They’re following voices they trust. Voices that stand for something. As a result, there’s a growing demand for both purpose-led influencer campaigns and purpose-led creators. In other words: it’s not just about brands designing campaigns with purpose, it’s about partnering with creators whose advocacy aligns with your brand and is already part of their identity.
